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TL;DR
The Ask:
In 2024 we needed to be more obvious and pivot messaging from WHY we exist as a company to HOW we create great workplaces.
Goal:
Audience:
Our primary target are executive level decision makers (ELDM) at companies with 1000+ employees: C-suite, President, Treasurer, Finance, General Manager, HR Director, etc. This is an audience that has the opportunity to elevate their workplace and current UKG customers across company categories.
Strategic Approach:
Show how UKG creates great workplaces with tools that make EVERY person freely belong.
The Challenge:
Our goal for 2024 was to establish UKG as the only purpose-driven HCM provider, worldwide.
Situation:
Since the 2020 merger, we’ve intentionally centered our message on UKG’s mission, “Our Purpose is People”, letting ELDMs know what we do and that we nurture great workplaces.
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And the strides we’ve made in driving familiarity and consideration were positive with consideration raising +11% and familiarity raising +4% from 2022 to 2023.
My Role:
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Researched trends, audience. and competitive landscape surrounding the workplace in 2023
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Helped put together creative thought starters and jumping off points
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Helped to craft the strategic approach and opportunity for the campaign
The Insight:
Liberating every person’s true self creates stronger workplaces.
But despite UKG standing out when it comes to emotional storytelling we’re still not weren't breaking through.
The problem is overlooked employees feel like their voice is restrained.
The Opportunity:
DE&I is no longer a buzz term. It’s an imperative for ELDMs. And now, we’ve shifted to DEI&B, as belonging centered on trust is a focus for creating great workplaces. Because when people feel like belong companies thrive.
We needed to break through, especially when it comes to growth, showing people not just why we exist but how we create great workplaces
71% of ELDM's understand that UKG makes people their purpose
BUT
only 36% of ELDM's recognize that UKG helps organizations create great workplaces
In today’s world, when executed right, specificity in messaging can lead to
more breakthrough and memorable work.
The power of welcoming all through acknowledging someone’s name.
The experience of being a child of deaf parents (CODA) empowered by accessibility tools.
Technology should be accessible to everyone to let anyone do what they love.
What is currently a top priority in catalyzing great workplaces?
DE&I is no longer a buzz term. It’s an imperative for ELDMs
And now, we’ve shifted to DEI&B, as belonging centered on trust is a focus for creating great workplaces
Because when people feel like belong companies thrive
The problem is overlooked employees feel like their voice is restrained
Liberating every person’s true self creates stronger workplaces
UKG's tools allow them to be change makers in the industry to help ELDMs reveal blind spots and create dialogue to create a better workplace and world
The GPTW Hub is the first to market global HCM offering that pulls millions of employee sentiment data. The hub gives ELDMs a deeper and more accurate glimpse of their workplace through innovative tools like AI, proprietary data, comparison data, accountability, ERG’s, and surveys.
UKG Talk focuses on helping organizations connect with their employees in different ways with a robust set of features designed to engage employees and deliver insights to take action on to continue driving better culture, workforce productivity and inclusiveness.
But UKG isn't getting the credit for creating inclusive workplaces
And no brand is currently associated with DEI&I
Single-minded strategic proposition
Show how UKG creates great workplaces with tools that make EVERY person freely belong
Strategy overview
Creative
Media Placements
Today Show Segment
AdAge Article
Strategy Team:
Account Team:
Creative and Production Team:
Alyssa Tigue: Group Account Director
Faye Armstrong: Senior Producer
Natalie Gomez: Director of Integrated Strategy
Rachel Lynn: Account Supervisor
Kara Pierce: Director of Integrated Production
Cat Marsh: Strategist
Lauren Northcott: Senior Project Manager
Matt Sherman: Group Creative Director
Laura Lapham: Associate Creative Director
Julie Soluri: Associate Creative Director
Matt Babazadeh: Head of Strategy
Gavin Lester: Associate Creative Director